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Get your free copy19 August 2013, 09:53 AM
- An online spice shop has seen sales of certain specialist spices double after they were used on TV by Rick Stein
Rick Stein’s India has promoted a surge of sales in ingredients such as asafoetida, black salt, tamarind and amchur.
Bill Stevenson, who runs Spices of India with his wife Jane, said, “We have seen sales of all our spices increase in response to Rick Stein’s India, with demand for some increasing by double. Sales of asafoetida have improved by some 25-30% since the series aired. I am predicting that sales will peak again when people receive the book for Christmas. Our bestselling ‘hard to find’ ingredients are those recommended in the cookbook.
“The programme will definitely have a lasting effect on how people see Indian cuisine. We have customers that tell us they have just successfully cooked their first ever curry from scratch and are simply empowered by it. Prior to Rick Stein’s India TV series, it was mainly our Asian customers that bought the more specialist ingredients. Now we are seeing many more western customers buying these lesser-known products and in fact buying more than our original customer-base.”
